Client: Ikea
Date: Aug 2019
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With its latest campaign, Ikea wants to be known as sleep experts, so it partnered with National Geographic on a series of films called ‘Bedroom Habits.’

The faux-nature series looks to capture and document the human species in one of the most challenging habitats — the bedroom. The films cover everything from a comically small mattress to the unrelenting threat of clutter. Created by National Geographic with Wavemaker, the four videos in the series will highlight different consumers with varying sleep challenges. The first, ‘Small Bed Battle,’ shows a couple fighting for space in their tiny bed as a narrator gives a documentary style blow-by-blow of the epic struggle. A positive outcome surfaces after the couple goes to Ikea and gets a reasonably-sized bed.

The series will be hosted on a dedicated National Geographic Bedroom Habitats microsite, along with sleep challenges and shoppable solutions, and on National Geographic Instagram stories and its Facebook page. The series will also be supported with paid social and display units.

A complimentary campaign titled ‘Save Our Sleep,’ features the same nature documentary style, highlighting the issue that one-in-three Americans doesn’t get enough sleep, with Ikea offered up as the sleep hero.

Produced by Ogilvy, the ‘Planet Sleep’ television spot showcases how a comfortable bedroom sanctuary can help save endangered sleep through the implementation of simple and affordable sleep solutions, like new lower priced mattresses and ergonomic pillows. It starts by showing tired people in stressed out urban lifestyles. They only become happy as they realize that Ikea is the solution to their sleep problems.


Agency: Ogilvy New York

Group Creative Director: Della Mathew

ACD Art Director: Monica Apodaca

ACD Copywriter: Cooper Evoy

Art Director: Lena Laque-Almond

Copywriter: Caro Hernandez

Producer: Josh Kornrich

Managing Director: Deepa Patel

Account Director: Tillie Fell

Account Director: Alexandra Bernal

Group Planning Director: Leslie Stone

Engagement Strategist: Sara Heiny

Production Co.: Merman

Director: Paul Middleditch

Global Managing Partner/Executive Producer: Ellen Clarke

Line Producer: Joel Todaro

DP: Aril Wretblad


Editorial: MackCut

Editor: Erik Laroi

Color: Company3

Colorist: Tim Masick

Sound Mix: MackCut

Mixer/Engineer: Sam Shaffer

Music: Pulse Music

Agency: Wavemaker

Sarah McLaughlin – Senior Director, Partner, Content & Experiences

Jesse Noll – Manager, Content & Experiences

Gianina Galatro – Manager, Content & Experiences

Lucas Vaughan – Senior Associate, Content & Experiences

Molly Reich – Manager, Planning

Meei Chai – Associate Director, Planning

Caroline Tran – Senior Partner, Group Director

Conor Mitchell – Manager, Digital

Evelyn Yeung – Senior Associate, Digital

Partner: National Geographic

Rob Meltzer - Director

Tom King – Executive Producer

Silke Thompson – Executive Producer

Leif Skillrud - Producer

Ali Cloherty – Branded Content Studio

Danny Bellish – Director, Partnerships

Heather Rogers-Baum – Director, Partnerships

Alex King - Sr Director, Brand Solutions

Katie Kornstein – Sr Director, Brand Solutions

Client: IKEA US

External Communications Manager: Christine Whitehawk

External Communications Specialist: Lauren Schneider

US Interior Design Lead: Paul Anderson

Interior Designer: Charlene Tea

Joy Kelly – Media Manager

Kerri Longarzo- Media Specialist